Branding, Innovation and Design - 2017

Unit summary


  • Level of Study: Undergraduate Level 3
  • Study load: 0.125 EFTSL
  • Delivery method: Fully Online
  • Prerequisites: Yes
  • Duration: 13 weeks
  • Government loans available: FEE-HELP, HECS-HELP
  • Availability for 2016: SP3
  • Availability for 2017: SP3
  • Assessment: Assignment 1 - Group (20 - 30%) , Assignment 2 - Individual (20 - 30%) - Learn more

Unit provided by

2017 Fees
Domestic 2,893.00
HECS 1,324.00
International 3,143.00

This unit explores the advanced application of marketing to the innovative design and management of brands. Bringing together research on brand design and management, innovation, consumer behaviour and marketing communications, students will develop skills to understand how brands are created to carefully targeted markets and audiences. Students will also learn about and apply cutting-edge ideas and practices to explore the importance of design and innovation in branding.

Please note: assessment values are indicative only, details will be advised at the start of the unit.

On successful completion of this unit, students will be able to:

  1. Understand and apply the fundamental principles involved in the innovative design and management of brands
  2. Critically review the branding, innovation and design elements and evaluate brand decisions that contribute to creating a competitive advantage of a real-world company and provide feedback to increase their impact on their target audience
  3. Analyse the segments being targeted by an organisation, the brand positioning and value proposition offered to each segment, making recommendations for change to increase impact
  4. Analyse the segments being targeted by an organisation, the brand positioning and value proposition offered to each segment, making recommendations for change to increase impact
  5. Develop collaboration and teamwork skills.
  • Assignment 1 — Group (20 - 30%)
  • Assignment 2 — Individual (20 - 30%)
  • Invigilated Exam — (40 - 60%)
For more information on invigilated exams see Exams and results

Mandatory prerequisites

You must have successfully completed the following unit(s) before starting this unit:

If you have completed equivalent study at another university, please contact a Student Advisor for advice.

  • Broadband access

This unit addresses the following topics.

1Brand Equity
2Brand elements
3Brand associations
4Brand communications
5Brand design and design influences on branding
6The role of innovation in branding
7Designing and managing your brand

Each unit offered through OUA provides students with unit information that includes assessment topics and due dates, policy information and contact numbers for university support and academic staff. Study materials will also clearly outline each week's topic, readings, student activities and the format of all assessment.

This unit is part of a major, minor, stream or specialisation in the following courses:

This unit may be eligible for credit towards other courses:

  1. Many undergraduate courses on offer through OUA include 'open elective' where any OUA unit can be credited to the course. You need to check the Award Requirements on the course page for the number of allowed open electives and any level limitations.
  2. In other cases, the content of this unit might be relevant to a course on offer through OUA or elsewhere. In order to receive credit for this unit in the course you will need to supply the provider institution with a copy of the Unit Profile in the approved format, which you can download here. Note that the Unit Profile is set at the start of the year, and if textbooks change this may not match the Co-Op textbook list.

Textbook information for this unit is currently being updated and will be available soon. Please check back regularly for updates. Alternatively, visit the The Co-op website and enter the unit details to search for available textbooks.

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